After an express postponement voted last May, the next summer sales will start on Wednesday June 30, 2021 and will last until July 27 . This year, the sales will not have the same flavor either for customers or for merchants.
Indeed, the context of the health crisis and repeated confinements has had a profound impact on the consumption habits of the French. This crisis has pushed them to abandon physical stores in favor of e-commerce stores and has accelerated the digitalization of companies, to meet the strong demand for online shopping.
We can also see it in the e-commerce figures: the year 2020 has literally exploded the counters of online sales and has profoundly influenced consumer habits.
The explosion of e-commerce
Indeed, 2020 is proving to be a record year for e-commerce (Services and Products). The sector has reached 112 billion euros (Fevad) thanks to the accelerated digitization of the retail trade. In 2020, no less than 17,400 additional sites emerged compared to 2019, with a proportion of retail trade of 13.4% for the year 2020 and an average basket on the rise, which rises at 61 euros per buyer (compared to 59 euros in 2019).
These changes initiated in 2020 for online commerce are now the norm for millions of French consumers and are confirmed this year, with a turnover of 29 billion euros for the first quarter of 2021 (Fevad figure), i.e. an increase of 14.8% over one year. Of course, all sectors are concerned, such as sport and e-commerce for example.
This trend could therefore continue well beyond the pandemic, and grow significantly. So, with the arrival of the summer sales, the time has come to prepare yourself properly to face a possible explosion in your sales.
What is the sales ?
The sales were created following the law of December 30, 1906, relating to the sale of new goods. This period is a seasonal commercial operation which promotes the accelerated flow of items in stock. This proposed stock must imperatively have been put on sale at least one month before the start of the sales.
To trigger this acceleration process, these goods are sold at a reduced price , which may even lead the seller to sell at a loss. This approach was originally prohibited but remains authorized only during this commercial period - according to Article L. 310-3 of the Commercial Code. You cannot therefore deliberately choose the items to store, since the primary objective of this event is to sell off your unsold stock. They are subject to regulations which determine the dates, duration and discounts applied .
Outside of these two periods, merchants can offer promotional operations to purify their stocks, such as with destocking offers or even private sales. In this specific case, it will be necessary to be careful never to use the word "balance".
Strict regulations for e-merchants
This regulation is dictated by law, and requires you to make a request via Télésoldes to be able to take advantage of this period. Attention ! You must make the request at least one month before the start of the sales.
For the discounts applied during this period, the seller is obliged to indicate the reference price and the discount applied to each product on sale . Furthermore, it is strictly forbidden to increase the price of future sale products.
The calculation of discounts must, in turn, correspond to the rules governing price reduction announcements . This discount indicated on the product must be calculated in relation to the reference price. The latter must be estimated according to the reference price and cannot exceed the lowest price actually given by the advertiser for a similar item - in the same store or e-store - during the last thirty days preceding the start of this sales period.
There is therefore a lot of work to be done to prepare your e-shop for this influx , which is likely to grow strongly during this period.
The French and the sales: an unconditional love
Over the years, the sales are only gaining in popularity with the French , and impact all sectors and types of commerce (physical and online). This period is crucial for companies since it has shown the interest of the French for commercial events, the "chestnut trees" such as the sales, Black Friday or Christmas. The latter have also shown a surge in e-commerce activity , with an increase of 8.1% at the end of 2020.
For this summer, the sales will again be marked by the health crisis and the resulting measures. But according to an Adot study on consumption trends during this coming period, 24% of French people would like to take advantage of this privileged moment to consume, while 34% are still reluctant to spend. A clear observation that shows the commitment of the French to responsible and more ethical consumption, see our article Changes in consumer behavior where we detail the CSR, ethics and responsible consumption trend which is at the heart of trade transformations.
Thoughtful purchases
Regarding the type of their purchases, buyers will favor ready-to-wear for 24% of them, furniture and decoration products for 17% and beauty products and perfumes for 11%. We can discern here the impact of the pandemic with purchases oriented towards pleasure and health .
Infographic on consumer trends 2019
Indeed, according to a study by the EY Future Consumer Index, 67% of consumers have put ethics back at the heart of their concerns and no longer buy so much out of necessity, but rather out of conviction.
Thus, this change of prism encourages them to buy more responsible products and from brands that consider these points as essential in their brand strategy. It then becomes essential to get involved in these areas in order to attract Internet users.
An impacted budget
According to Wavestone's new consumer trends barometer, more than half of French people say they have changed their consumption habits because of the pandemic. We can then see that the health crisis has had a strong impact on French spending . It is therefore unsurprising that we observe a decrease in the budget of the French for this period with 17% who will spend nothing, while 22% will spend more than 50€ and 16%, more than 100€. It is however the payment in several times with enormously the dimension in E-commerce.
The Adot study also shows that 60% of French people intend to take advantage of this period to favor in-store purchases, while 40% will prefer online purchases. It is therefore these 40% that will have to be seduced.
Pikka, to accompany you
At Pikka, we know the importance of these "chestnut trees" (these strategic sales moments throughout the year) and that's why our team is not content just to develop e-commerce stores, we support our customers at every stage of an e-merchant's life.
The sales are close, but aren't you? Rest assured, through precise and detailed support, we can help you plan and prepare your sales with Shopify . Do not hesitate to contact us .
